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Monetising Online Via Video

Online video is hot and everyone is scrambling to figure out how to best monetize it. Google just launched their adsense for video product, Advertising.com has Instream, and there are a host of startups attacking the problem as well. I think these online ad network plays are very interesting, as are all the infrastructure plays betting on the underlying rise of online video.

I wonder though if online video is the best way for websites to monetize their traffic.